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May 28, 2012


Philanthropy and the Social Media Savvy Company

by MavenSocial

Traditionally the expectation of corporations to have a responsibility towards its employees and community has been focused around “doing the right thing” and creating considerable change.  Within the business sector, this act of giving back is commonly referred to “Corporate Social Responsibility”. With a myriad of companies still recovering from unstable economic circumstances, many companies are withdrawing their previous yearly contributions.

While philanthropic and charitable donations typically allow corporations to raise funds as an offset to their own financial contributions, there are still many costs to run these campaigns which can take a significant portion out of the funds meant for the foundations they were initially trying to help!


The fantastic part about the change from traditional philanthropy to new social media philanthropy is that a lot of the costs that were originally needed to raise these funds, are now becoming obsolete.

Take for example Danny Brown, who created the 12for12k Challenge that has succeeded in doing the thing that most companies are desperately trying to do, bridge the gap between social media and those who aren’t online. Through the use of Twitter, blogs, videos and a Facebook group to increase awareness, the goal of this project was to raise $12,000 in 12 months for 12 different charities.

While this goal seems almost too much to possibly ever reach, the charitable contributions from the public went above and beyond what 12for12k could have ever hoped for. During a recent tweet-athon, the goal of $12,000 being raised in 12 hours was blown out of the water when that goal was reached during the first 5 and a half hours.

Another cool thing? The traffic to 12for12k Challenge’s campaign sites increased by 4000%. Pretty incredible!

This is a prime example of how companies can raise money for really great causes without having to take a large cut out of the money raised just to recover administration fees. The only fees for the 12for12k Challenge were the web page and hosting fees (which they would have been paying anyways). Not only does this encourage employees and other citizens to improve their communities, but it also serves as some awesome PR for your own company.

How great is that? By helping others, you bring your team closer together and you end up helping yourself. Win Win.  To learn more about how MavenSocial helped a family in the community this past year, click here.


And with that,


3 Comments Post a comment
  1. Jun 11 2012

    I’ve never heard of the 12 for 12k challenge. It’s such a good idea!

  2. Elizabeth
    Jun 11 2012

    I think this is a great post. It is important that we keep companies accountable. Corporate Social Responsibility is just the beginning of this accountability. Have you heard of the book We First by Simon Mainwaring? Mainwaring explains that social media is ushering in a new era of economic and societal responsibility, companies are now held responsible for their actions through the voices of The People online. Mainwaring suggests that we move away from the individualistic mentality of “me first” and evolve into the mind-set of “we first” – all of us for the greater good – to benefit all without neglecting or hindering others.

    A perfect system? Utopian? Perhaps, but it’s at least moving in the right direction.


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